The Home Depot operated a total of 2,340 retail stores at the end of the second quarter of fiscal 2024. Credit: Jonathan Weiss/Shutterstock.

Orange Apron Media, the retail media network of home improvement retailer The Home Depot, has partnered with retail media technology provider Pentaleap. 

The partnership will offer an enhanced shopping experience and return on ad spend (ROAS) for advertisers.  

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Home Depot Orange Apron Media monetisation vice-president Melanie Babcock said: “We are excited to partner with Pentaleap to boost the performance of sponsored products, bringing the right suppliers closer to the customers and the point of purchase.”  

Since integrating Pentaleap’s platform, The Home Depot has seen its sponsored products’ advertising results improve significantly.  

The ads now highlight the right products at the right time, ensuring customers find exactly what they need, which helps boost customer satisfaction and the advertiser experience. 

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Advertisers have noticed a considerable increase in ROAS, a testament to the partnership’s focus on providing optimal experiences and offerings for suppliers and brands.  

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“By integrating sponsored products with the intelligence that powers our site’s relevancy, we ensure our advertisements are tailored to our shoppers,” Babcock added. 

The Home Depot’s advertising efforts are further supported by Pentaleap’s Fluid Relevancy Engine, which uses an algorithm that processes extensive contextual data. 

This enables the retailer to dynamically position ads. 

Pentaleap CEO Andreas Reiffen said: “The Home Depot’s achievements are impressive and align with the results we’ve seen across our client portfolio. We are thrilled to support this global brand with technology that not only increases ad relevance but also enhances the shopping experience and improves advertiser ROAS.”  

In April 2024, The Home Depot extended its partnership with Google Cloud to expedite its technology strategy.  

The Home Depot operated a total of 2,340 retail stores and more than 760 branches at the end of the second quarter of fiscal 2024.